IKEA’s Soothing And Tingly Ad Is The Most Satisfying Way To Shop For Furniture

Put on your headphones and get ready to take a 25-minute ride to chill town, because the newest player in the YouTube ASMR genre is here: IKEA.

IKEA’s latest ads are part of a campaign called ‘Oddly IKEA,’ created to highlight back-to-school items for college dorms like duvets and lamps.

Close your eyes and listen to a woman’s soothing voice telling you all about the SKUBB closet organizer as she gently caresses its shelving units. Listen to her nails grazing the grooves of the JANSJÖ desk lamp and the 25,000 hours of light its LEDs provide, for only $12.99 at your local IKEA.

“A series like this is very much in keeping with the IKEA character,” says IKEA communications specialist Kerri Homsher. “The format of ASMR videos allows you to deliver product benefits in a pleasant, calming way. Something a TV spot or print ad doesn’t always succeed at.”

Created by New York-based ad agency Ogilvy for IKEA’s US market, IKEA has also released shorter spots showing hands caressing their products.

Homsher adds, “We hope this demonstrates to everyone who watches that IKEA has solutions that make your home work better. But really, we hope it does what it’s supposed to do: help everyone who watches it relax a little.”

New ASMR videos will be released each week on IKEA’s YouTube channel through 5 September.